INDIAN INSTITUTE OF PLANNING & MANAGEMENT NEW DELHI

Advertising Project
Hyundai i10 Transformed- Ad campaign

Group Mates: Jatin Rajpal, Himanshu Bansal, Ipshita Chattopadhayay, Atish Madan, Rahul

Nikhil Sehgal.Shokeen. Manoj Yadav . Rohan Arora.

the D segment is called the executive segment and the E segment the premium segment. Campaign : National MARKETING CHALLENGE The growth rate for the small car market. the auto industry expects these to become recognized classifications soon. And with people increasingly classifying cars as ‘B+’. while the bigger cars formed a new E segment. with different characteristics of appeal. Segmentation seems to have finally arrived in the Indian auto industry. According to SIAM. With a flurry of new vehicle launches in the country. accounts for 56% of the passenger car market. the segment is emerging as a separate category altogether. Wagon R. ranging from basic transportation models on four wheels to highly stylish. Last year. with models like Santro. in the C segment. Merc C class and Corolla in the D segment. The B segment. 1 . segmentation based on platforms. and Swift Dzire among others. features and styling have emerged in India as customer preferences and vehicle applications keep pace with the rest of the world. ‘C+’ and ‘imported’. People have started classifying Punto and Indica Vista as B+ or upper B segment cars because they are larger cars. 2. as would be expected in a luxury range. Brand Name: Hyundai Campaign Title: Hyundai i10 – Transformed. contemporary and expensive sedans. In the last few years. Indigo. further sub-segments are emerging in the car market. people tend to classify cars like Lancer. It was followed by Octavia. Lancer. With aspirations flowing high for imported cars. City and Vento as upper C segment cars. the Society of India Auto Manufacturers (SIAM) did a reclassification of the D segment when Skoda was launched. It evolves as manufacturers model their products and brand positions according to customer profiles. for the last year was 22-23%. Segmentation of the auto industry is primarily customer driven. The D segment is a very niche one. Baleno.HYUNDAI i10 1. Both these segments typically have imported cars brought in as CKDs and assembled here. Similarly. Zen Estilo. which comprises Accent. Alto and Indica.

Psychographic.it targets either singles or young couples without children. TARGET AUDIENCE Geographical. SIAM has adopted a segmentation approach for sourcing all statistics. The tagline of Zen estilo is ‘shape your world’. it was supposed to be the most desirable car in the segment. and for Spark is ‘full of life’ and for WagonR is ‘for a smarter race” CAMPAIGN OBJECTIVES Main campaign objective of this advertising campaign was to announce the launch of the new car.the target has been the entire country with no specific cities embattled. 3. 2 . Manufacturers may choose to offer models in different segments.5 Lac annually). pointed out sources in Hyundai. Chevrolet spark and Maruti wagonR. According to Mr Piparsania. auto manufacturers are also able to analyse their respective market shares relative to their specific product offerings. while marketing plans can be appropriately developed to establish an appeal for the brands. Demographic. The competitors of Hyundai i10 are Zen Estilo. SIAM has no sub classifications yet. the benefit to the customer is quite evident — they are able to choose from a range of models that best fit their price and needs.But for both B+ and C+. export and production data segment-wise. enabling manufactures to report their sales. Since last year. It targets the upper middle class youth (with an income of above Rs. The targeted age group has been from 18 to 30 years. They wanted to capture a large market share in the already existing market segment.it has targeted the new economy businesses like the’ IT’ and the ‘BPO’ sector Behavioral. A natural progression is being observed from A/B to C/C+ and from there to D-E types. More importantly. it targets the style conscious and innovative individuals it is for the early adopters that is the people who get on to the new technology first. But they had their target set since it catered to the youth of the country. The same advertisement campaign has been used all throughout the country.the target has been the youth of the country.

7 BIG FM. magazines like Autocar. MEDIA List all media used in this campaign  Television  Point-of-Purchase  Consumer Magazine  Public Relations  Trade/ Professional Magazine  Radio  Newspaper  Sales Promotion 3 . This was an informative advertisement. Above the line: Through a channel mix targeting core group –youth. Overdrive etc.. The activities conducted in the showrooms were mainly around test drives. how a car is being launched in India first. entertainment. 2. time spent & loyalty. The main message of the i10 launch ad was to inform customers in an interesting manner. Below the line Posters and danglers were used to raise awareness.CREATIVE STRATEGY The world premiere of the car was done in India. Activities were conducted in the showroom as well. and not anywhere else in the world. including an i10. were selected on the basis of affinity. Outdoor events were sponsored by i10 to raise the awareness of the product amongst the target audience. and to encourage people to check out the car. The Hindustan Times etc. where customers could win exciting prizes. movies like Star Network (Star Plus. but this was one of the only cars launched in India. Star One. Sony Network etc. music. Sponsorships were taken to add to the visibility of the brand. Ads were also put on the print media in newspapers like The Times of India. They did a promotion called 'Win the i'. MEDIA STRATEGY The media strategy was 2 pronged: 1. A competition sponsored by i10 was on 92. Star News). Usually these cars are launched in Europe at the auto shows. The creative concept they worked on was 'world premiere'. Zee TV. A channel mix comprising all main TV channels including news. as it usually is.

The company maintains a report which is called the brand track it is reported every quarter it’s divided into three categories. Production cost was 1.2 crores BRAND TRACK REPORT Inocean advertising evaluates their result on the basis of a report called the brand track report. 4 .BUDGET As the above figure shows the budget was divided into 2 phases: Launch and. Post launch Approximately 22crores were spent during the launch phase and then later on approximately 15 crores were spent during the launch phase.

safe dynamics. latest technology and performance with an affordable price tag. Communication strategy. We at Hyundai Motor India and all Indians can take pride in the fact that we make world class cars which are driven across the world." 'Hyundai i10 is a contemporary car that has been fine-tuned for Indian conditions and made available at a good price point. 3. The Hyundai i10 marks the entry of stylish. performance driven compacts from Hyundai which offer the latest to its customers. And with the company’s greater focus on the quality of its after-sales service. Commendable ride comfort. HMIL is investing to expand capacity in line with its positioning as HMC´s global export hub for compact cars. The Hyundai i10 symbolizes everything Hyundai Motor India stands for today: Great design. 5 . RESEARCH The launch of the Hyundai i10 symbolizes the second phase of operations for HMI in the country where it enjoys a market share of well over 18 percent and which is poised to grow to 20 percent in the next calendar year. HMIL´s service network will be expanded to around 1.1.000 in 2007. It is not done for the internet. and also as to why is our brand being chosen. HMIL plans to expand its dealer network. and also as to which media we saw the ad. comprehensive active and passive features and good build quality ensured that it was a successful product. The pre testing stage consists of the top ten reasons for the person to choose a brand.Its ‘proven recall’. which will be increased from 183 to 250 this year. 2. NEED FOR RESEARCH The research has been done to find out the effectiveness of the i10 advertisement campaign and to find out the awareness and message understood by the consumers. Brand dynamics. Apart from expansion of production capacity.this emphasises on the strength of our brand and the other brands in the category. Recall of the ad done for only Tv and Print.

METHOD OF RESEARCH Conclusive Descriptive Survey 6 .

The questions are short. The individual content of each question can be gained by referring to the questionnaire. The interviewing method that would be used is the e-mail questionnaire and personal questionnaire. The question structure used is multiple choice questions. and majority are objective.Flowchart of questionnaire design To understand the views and opinions of the public about the advertising campaign. rank order scaling and unstructured questions. 7 . easy to understand. The Likert scale with balanced number of categories are used too.

we have used ordinary words and not used biased or leading questions. The research is carried out. The questions are arranged and numbered in an order so that it is easy for the respondent to answer the questions. The results of the research are then analyzed.In deciding the question wording. 8 .

QUESTIONNAIRE Personal Details Name: Gender: Age: Phone: Profession: 1. Please tick the appropriate in accordance to the i10 ad: Absol utely yes a) Was the audio effect good? b) Was the visual effect good? c) Did you understand the message conveyed by the ad? d) Was Shahrukh Khan the correct brand ambassador? e) Would you want to purchase the i10? Defini tely no Yes May be No 9 . Have you seen the Hyundai i10 ad? a) Yes b) No 2.

3. What do you think was the message conveyed in the i10 ad? 10 . Mileage Horsepower Looks Space Price After Sales Service Maintenance Cost Brand name 5. Rank the factors that affect your buying decision towards a car. What do you remember of the i10 ad? 6. How would you rank the following ad campaigns? Hyundai i10 Zen Estilo Chevrolet Spark 4.

d) To see if the audience felt that Shahrukh Khan was the right person to endorse the product. a) This is to find out if the viewers liked the background music of the advertisement.EACH QUESTION CONTENT Personal details are important to know the genuiness of the questionnaires and secondly. Quest5. Quest6. This is asked to find out what factors influence the buying decision of the customers. 11 . This is useful for future campaigns and innovations to be made by Hyundai and i10. We wanted to know if the respondent could remember the advertisement without being given any clues. (Shahrukh Khan. This is asked to know the reach of the advertisement and to find out how many people out of our sample have seen this advertisement. To know. Quest2. Quest3. This is asked know the effectiveness of the advertisement. To find out the unaided recall of the advertisement. if our target audience is aware and purchasing the product or not. There are certain factors which a customers keeps in mind while buying a car. Quest 1. To know if the advertisement has been portrayed the way the company intended to portray and to know if the message reached to the public is correct. where our competitors stand in the eye of the consumer. Speeding car and models) c) To find out if the viewers feels that they have understood the message in the advertisement. (sound of the shehnai) b) This is to find out if the audience liked the video of the advertisement. Stadium. e) To know if the advertisement could convince the viewers to purchase the i10. Quest4.